Snacking In Ireland & UK –
Executive Summary
March 2014
Introduction & Research Objectives
This report looks at snacking patterns in Ireland and the UK and is based on
consumption data and not sales data. The primary research objective was
to understand the snacking occasion in order to identify opportunities for Irish
food and drink companies. The more specific objectives were defined as:

Definition of a snack according to the consumer

Gain a detailed profile of consumers

Deep drives into key categories

To track patterns of snacking throughout the day and across the week

Understand the key snacking need states across the segments
Purchase decision making

Identify snacking purchase channels
Research Method
There were two phases to the research:
Phase One: Qualitative
 In Ireland, there were four standard focus groups with the key younger
life stage segments (aged 16 – 35 years)

In the UK, there were several online discussion groups with the sample
broken out by life stage and region, with 56 respondents involved in the
five day discussion based on five topics.
Phase Two: Quantitative
There were two parts to this phase:

Firstly, there was an online survey with adults aged 16+ across Ireland
and the UK. Total sample of 3,000 respondents, who were nationally
representative. This produced 7,358 snacking occasions.

Secondly, in order to understand snacking behaviour of the younger
population, we asked Mums to complete a diary of kids aged 10 – 15
years. The end result was 4,886 snacking occasions.
In total we have 12,244 snacking occasions. We have continued to keep the
adults and youth data separate in this report.
The research was carried out on our behalf by Coyne Research.
In the online survey, we looked at six segments:
1. Young adults, aged 16 – 24 years
2. No kids, 25 – 39 years
3. Young families, 17 – 39 years
4. Child free, 40 – 59 years
5. Established families, 40 – 59 years
6. Silvers, 60+
(We also had the Youth booster of 10 – 15 year olds). For further information
on this study please email info@bordbia.ie or telephone 01 6685155.
Key findings from the study
Key trends that are impacting both on a global and local snacking level are
Migration and broadening of tastes; Recession and austerity; Health &
Wellness and the obesity epidemic and Busy lives
Consumer Definition of a Snack
“Something, usually smaller than a meal that is eaten between, or outside of,
regular meals for any reason”
Snacking is considered a personal occasion (I decide when, where and what
I’ll eat). It is convenient in terms of portability, not requiring utensils and little
or no preparation.
Drinks on their own are not considered a snack but accompany 42% of
snacks, with hot drinks being the most popular beverage of choice.
We are starting to see a new emerging role for snacks amongst the younger
demographic. Snacks are now increasingly being seen by them as a “boost”
(as opposed to the traditional mindset of a “treat”). They are moving to a
more constant grazing throughout the day and less likely to have three set
meals, therefore requiring the snack to perform a broader, more nutritive
function.
Snacking is becoming more “planned”
From the research we can see that people are anticipating their snacking
needs more, particularly as they get older.
Seven out of ten snacks are
purchased in a supermarket, with 59% bought as part of the larger shop. In
terms of total snacks, the leading pack format was multipack at 34% but
when we look at out of home snacks alone, this figure drops to 28%.
How often: On average we snack 2.55 times per day, with Young Adults (16
– 24 year olds) being the highest snackers at over three times a
day and the Silvers being the least likely to snack at 2.2. times per
day.
What:
The top three snacking categories across all markets are
confectionary (21%), crisps and (15%) and fruit (12%)
Where:
Four out of five (78%) snacking occasions occur at home and
22% are out of home. 72% of total snacks are purchased in the
supermarket.
When:
We snack regularly throughout the day, with the peak period
being between 3pm and 6pm accounting for almost one
quarter (23%) of all snacking occasions.
Why:
Five key need states were identified for snacking – To energise
(26%), as a habit (22%), indulge (21%), nourish (18%) and for
health and wellbeing (13%)
How much: On average we spend €2.13 per snack in the Republic of Ireland
and £1.59 in the UK. In the Republic of Ireland, the Silvers are the
top spenders on snacks and the Youth group the lowest. In the
UK, the biggest spenders are those without children and the
lowest are the Youth Segment.